how to benefit from consumer feedback
DESCRIPTION
Ways to turn customer complaintws into profits by using feedback more strategically.TRANSCRIPT
MYRA GOLDEN
Turn Service Headaches Into Success: How to Benefit From Feedback
FACT: MOST PEOPLE HATE DEALING WITH COMPLAINTS & NEGATIVE FEEDBACK
A COMPLAINT IS A GIFT!
USING THE CUSTOMER’S PERSPECTIVE TO IMPROVE YOUR SERVICE EFFORTS
5 WAYS THE CUSTOMER’S PERSPECTIVE CAN HELP YOUR SERVICE EFFORTS
1. Build loyalty2. Increase sales3. Generate positive word-of-mouth4. Decrease acquisition costs5. Reduce problem occurrence
LISTEN UP!Your customers are giving you valuable feedback on what it takes to earn their trust and loyalty
EFFECTIVE USE OF FEEDBACK…
Empowers companies to take fast, clear, and specific actions to run
the business better, gain competitive advantages and drive
growth.--Astute Solutions, Inc
USING FEEDBACK TO CORRECT PROBLEMS & KEEP CUSTOMERS FROM JUMPING SHIP
Acting on customer input is critical in differentiating your service
Feedback must be effectively captured and leveraged
You must respond immediately to feedback Feedback gives you actionable insights
Needs Preferences Sentiments Tells you what you’re doing well, too
EASY AND CONVENIENT WAYS FOR CUSTOMERS TO SHARE FEEDBACK
DO’S & DON’TS WHEN ASKING FOR FEEDBACK
Do…. Make it quick Make it easy Make it worthwhile Make it confidential Make it “social”
DO’S & DON’TS WHEN ASKING FOR FEEDBACK
Don’t…. Attempt to get feedback
without permission Rely on one feedback channel Ignore social media Set a goal to reduce
complaints Hide toll-free numbers
ZAPPOS’ 1-800 #
Encourages customers to call about anything
Take over 5,000 calls/day Views 800# as a branding device
and opportunity to build customer loyalty
EASY & CONVENIENT WAYS TO SHARE FEEDBACK
1-800 Numbers Comment cards Surveys Online polls Incentivize Focus groups Social media
KEYS TO IDENTIFY CUSTOMERS WHO WILL PROVIDE THE MOST USEFUL INFORMATION
CUSTOMERS WHO GIVE USEFUL FEEDBACK
Complainants Most loyal customers Immediately after service/use Raving fans
KEYS TO CAPTURE CUSTOMER CONCERNS THROUGH SOCIAL MEDIA OUTLETS
TAPPING SOCIAL MEDIA
Go where your customers are Listen and engage Search for online conversations
FINDING SOCIAL MEDIA FEEDBACK
Google Alert Google Blog Search Technorati.com IceRocket.com YouTube Search.Twitter.com
USING CUSTOMER COMMENTS TO IMPROVE & PROTECT YOUR COMPANY’S IMAGE
MOTRIN’S ISSUE
Ad posted on motrin.com on a Saturday morning
By Saturday evening Motrin was most tweeted subject on Twitter
Bloggers called for boycotts Ad was removed by Monday evening
EMAIL FROM MOTRIN…I am the Vice President of Marketing for McNeil Consumer Healthcare. I
have responsibility for the Motrin Brand, and am responding to concerns about recent advertising on our website. I am, myself, a mom
of 3 daughters.
We certainly did not mean to offend moms through our advertising. Instead, we had intended to demonstrate genuine sympathy and
appreciation for all that parents do for their babies. We believe deeply that moms know best and we sincerely apologize for disappointing you.
Please know that we take your feedback seriously and will take swift action with regard to this ad. We are in process of removing it from our
website. It will take longer, unfortunately, for it to be removed from magazine print as it is currently on newstands and in distribution.
-KathyKathy Widmer
VP of Marketing – Pain, Pediatrics, GI, SpecialtyMcNeil Consumer Healthcare
LESSON LEARNED FROM MOTRIN:
Listen to the voice-of-the-customer and take swift action
STRATEGIES TO BUILD PRICELESS TRAINING THROUGH CUSTOMER COMPLAINTS & FEEDBACK
USING COMPLAINT DATA FOR EMPLOYEE TRAINING
1. Identify the top 50 complaints2. Predetermine resolutions for each
complaint3. Empower and train employees to be
able to immediately resolve top 50 problems
ARMSTRONG FLOORS USES TOLL-FREE # FOR TRAINING
Prints a toll-free # on no-wax floors
Customers must call # to learn how to remove phone number
Reps tell customers how to care for floors so wax buildup is avoided
TOOLS TO ANALYZE FEEDBACK AND MAKE SENSE OF WHAT CUSTOMERS WANT
ROBUST CONTACT MANAGEMENT SOFTWARE
Streamlined, intelligent data capture Comprehensive, cross-channel
agent portal Easily create powerful and
actionable reports Includes alerts & notifications
Q & A
Email me at [email protected] for:
Additional questions not answered today For a copy of today’s presentation
Blog: www.CustomerServiceTraining.biz
Web: www.MyraGolden.com Twitter: www.twitter.com/MyraGolden
THANKS FOR ATTENDING!
Turn Service Headaches Into Success: How to Benefit From Feedback